The 7 Life Stages of Mail: Couples

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Finding their feet, building a future – before, after or without kids. This group of people respond to messages which involve their home, community and social life. These people are 26% more likely to have bought or ordered something as a result or receiving addressed mail.  
 

Couples’ attitudes to mail tend to cluster around the average for all groups. Compared to Fledglings and Sharers, they are beginning to take a more structured approach to their mail.

 

 
 

Couples are focused on friends, but operating as a “unit”
  • – Like Sharers, Couples are socially active. But they are conscious of their status as a ‘unit’ and responsibilities to each other. Overall, they are exhibiting longer-term perspectives.
  • – Still enjoying new experiences, but building (stylish) lives beyond the thrill of the moment.
  • – Mail is becoming more ‘normal’: Couples take a more ordered approach than Sharers to dealing with mail and its contents, but less so than Young Families and Older Families.

 

 

Living space may influence how couples treat mail
  • – Some Couples, particularly younger ones, may live in smaller accommodation. Mail may therefore take a shorter, faster journey around the home, dealt with or disposed quickly.
  • – Making your message clear and unambiguous on the envelope and in the contents will help drive attention and action.
  • – Mail may be dealt with outside the home so digital response mechanisms are important. Mail may also be discussed with colleagues or friends.

 

 

Letterbox drops play a role for local amenities and businesses
  • – Couples pay more attention to their home and their local area. Door drops by local businesses or localised operations of larger companies are likely to resonate.

“I received a booklet from estate agents; a property magazine, and I actually bought my house from the info that was advertised within it – off plan – and I got quite a good deal.”

Stephen, Couples respondent

 

 

 

 

 

 

Source: The Life Stages of Mail, 2016

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